The third-largest U.S. wireless carrier unveiled what it claims is a patented customer-service program on Wednesday called Team of Experts. Subscribers who call or message for assistance will be assigned a group of employees to fix the issue.

This might sound like a corporate joke, but the few times I’ve had to interact with T-Mobile support has been via iMessage for business or their in app chat. My experience has been incredible so far.

For now, no matter how good your AI or chatbot is, a well trained human with full authority to get stuff done for you, will outperform any tech out there. Glad they are investing in customer support as a differentiatior.